Pardot Elevate 2012 - The Evolution of Pardot’s Sales and Marketing Function

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When Pardot was founded, we weren’t just building software for small businesses - we were a small business! In this session, Pardot’s own Derek Grant will walk you through how Pardot grew our own internal sales and marketing function, how we used Pardot at each stage of our evolution, and what we learned along the way.

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Pardot Elevate 2012 - The Evolution of Pardot’s Sales and Marketing Function

  1. 1. Building  a  World  Class  Sales  Team  Mysteries  Revealed  About  Pardot  Sales  Presented  by:    Derek  Grant,  Pardot   #Pardot2012  October  2012    
  2. 2. I’m  @derekgrant     FSU  Fun  Facts:   •  #8  Party  School   •  #101  Best  Colleges   •  40%  4  Year  Grad   Rate     University  MoCo:   •  “C  Pares  Gradu”     C  Equals  Degree  
  3. 3. I’m  not  @derekrgrant     Rock  Star  (Literally)   •  Alkaline  Trio   •  Member  of  church   of  satan   I  rock,  but  please   don’t  accidentally   tweet  this  guy!  
  4. 4. What  will  we  talk  about?  •  What  we  did  what  we  did  •  Our  Hiring  Process  •  Ramping  Up  New  Reps  •  CRM  Processes  and  Measurement  •  Random  Tomfoolery  
  5. 5. Why  We  Did  What  We  Did:  RetrospecPvely,  it  makes  sense  
  6. 6. The  Profile   A  Sad  Story:   •  Young  man  rejected     It  got  me  wondering…   •  How  do  you  get   experience  when   you  don’t  have   experience  
  7. 7. The  Profile  
  8. 8. Limited  Experience   1-­‐3  Years  of  Experience:   •  Desire  to  learn     •  No  bad  habits     •  Prove  us  right  
  9. 9. Prior  Commodity  Sales  
  10. 10. Entrepreneur’s  Spirit  
  11. 11. The  Hiring  Process:  3  Steps  to  Amazing  Hires  
  12. 12. My  Mantra    Hire  Slowly    Fire  Quickly  
  13. 13. The  Velvet  Rope  
  14. 14. Step  1  -­‐  Assessments     WriCen:   •  Pardot’s  Direct   CompeUtors   •  Find  10  companies     Technical:   •  Leverages  the  KB  
  15. 15. Step  2  –  Skills  Interview  •  Corporate  Values   •  PosiUve  /  Self  StarUng  /  SupporUve  •  Canned  QuesUons  •  Measure  ObjecUvely  
  16. 16. Step  3  –  Culture  Interview   Culture  MaCers     •  Culture  Keepers   •  Different  Team   •  “Canoe  Test”    
  17. 17. Recruiters  =  #HistoricalFail   Recruiters  Hate  Us     •  Interest  not  aligned   •  Quick  hit  v.  Long  term     •  2  Internal  recruiters  
  18. 18. Wait  -­‐  we  hired  them?    Time  to  make  them  credible  
  19. 19. Trust  The  System   Paint  by  Numbers     •  Training   •  It  takes  a  village     •  Scripts   •  Demo  /  Cold  Call  /  Templates     •  Color  within  the  lines   •  No  Freelancing  
  20. 20. Sales  Playbook   Includes:     •  General  Info   •  Our  Story   •  TargeUng   •  CRM  Processes  
  21. 21. Onboarding  New  Reps  
  22. 22. New  Hire  Drip  Program     •  Daily   •  Linear   •  1  paragraph  or  less   •  1  value  proposiUon  
  23. 23. In  Their  First  Week     •  Think  like  a  Marketer   •  Playbook-­‐Based  Training   •  Industry  Whitepapers   •  Demo  for  2  Peers   •  Prospect  30  Companies   •  Cold  Call  Prospects  
  24. 24. IniPally  They  Make  Me…  
  25. 25. But  With  PracPce  They  Get…  
  26. 26. Our  Structure  BlueprinPng  the  team  
  27. 27. Tom  Brady  is  a  Football  Player  
  28. 28. Vince  Wilfork  is  a  Football  Player  
  29. 29. SpecializaPon  is  Key   Cold  Caller  (BDR)   •  Complete  monthly   demo  goal   •  Team  of  5     Account  ExecuPve   •  Achieve  monthly  quota   •  Team  of  18    
  30. 30. Management  Is  CriPcal   Management  Structure     •  3  AE  Managers   •  1  BDR  Manager   •  1  Sales  Director   Max  8  people  Per  Team     No  Quota  for  Managers  
  31. 31. The  Open  Territory  Model  Unlimited  Opportunity  Per  Rep  
  32. 32. A  Statement  About  Territories  
  33. 33. How  We  Resolve  This  
  34. 34. Conceptually  
  35. 35. Make  Measurement  Possible  A  Culture  of  Accountability  
  36. 36. Our  CRM  is…  
  37. 37. Use  Task  DisposiPons   Post  InteracPon   •  What  occurred?   •  Custom  field  on   AcUvity   •  Rollup  ReporUng  
  38. 38. Set  ExpectaPons  Measure  Everything  
  39. 39. Track  The  CriPcal  Metrics   Autonomy  &  Accountability   Calls     •  6  Key  Numbers  ConversaUons   •  AcUvity   Demos   •  Demos  Scheduled   •  Demos  Done   Opps   •  Opps  Created   Won   •  Opps  Won   •  Revenue  Booked  
  40. 40. Celebrate  Everything  The  Glue  That  Holds  Us  Together  
  41. 41. Have  Fun  As  a  Team  
  42. 42. Have  TradiPons  
  43. 43. Celebrate  Milestones  
  44. 44. Do  Things  Together  
  45. 45. QuesPons?  

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